How to Turn Drop Ins into an Easy, Hassle-Free Revenue Stream with HybridAF
Dan Messinger started using HybridAF last January at his gym, CrossFit Breckenridge in Colorado, after he dropped in at a gym while he was traveling.
Dan Messinger started using HybridAF last January at his gym, CrossFit Breckenridge in Colorado, after he dropped in at a gym while he was traveling.
“After the class ended, everyone left, and the gym was closed up. Then, I had an epiphany. It just seemed like such a waste to close the place up. Why not give these members access?” he said of his thought process at the time.
“Then I got to thinking about all the drop-ins that come to our open gym between classes. I have to be there or pay a coach to be there. It just seemed so silly,” he added.
Further, Messinger started thinking about all the drop-ins that contact him about coming in for open gym after classes, or on the weekend when he’s open a limited number of hours.
When he got home, he called HybridAF.
The Result
Messinger’s drop-in traffic and revenue have increased considerably, and his loyal members have benefited a ton, too.
Today, while it depends on the month as his gym is in a seasonal tourist town, Messinger gets anywhere from 50 to 150 drop-ins a month that he’s now able to easily service. Fifty percent of these drop-ins use the open gym time, he explained.
Needless to say, his drop-in revenue is considerably more than he ever would have been able to do pre-HybridAF.
“We generate good revenue from drop-in traffic. It varies month to month but we take in about 20-25% of membership revenue from drop-ins,” he said.
Further, Messinger no longer needs to be at the gym to service members or drop-ins, nor does he have to pay coaches to be—yet another cost savings for the business.
One big concern for some gym owners is opening their gym to strangers.
Messinger admitted he, too, had “reluctance.” But this went away quickly.
“I started to realize how silly it is to see drop-ins as strangers. When we start new members, they are strangers, too. Most people are looking for a CrossFit gym to train in after they ski or mountain bike all day. They are not going to kick holes in your walls or steal your kettlebells. And if one weirdo does, it’s worth the risk,” he said.
But they’re strangers!
“We have cameras and are notified whenever anyone enters the gym. Can people get hurt? Sure. That’s a risk but I don’t believe it’s a big one. People tend to be a little more responsible when they’re alone in the gym. Just like you scale your weight when benching without a spotter,” he added.
How It Works.
Messinger explained everything is automated via their website. So visitors both sign a waiver and pay online beforehand.
After this they get an email about how to download and navigate the easy-to-use app, and then they can access the gym when they arrive (It’s worth noting that HybridAF integrates with all billing software gyms use, such as PushPress, Wodify, Zen Planner etc).
“Basically, they pay, sign the waiver, enter the gym, workout, and leave without us being involved,” Messinger explained.
You might think you’re not, but there’s a bit of a snowball effect from being part of the HybridAF network.
One of the hidden values of being a HybridAf gym is that there are many other HybridAF gyms who also have members who travel. And these members generally seek other Hybrid facilities to train while on the road, meaning more people than you might expect will come your way.
As HybridAF co-owner Albert Steed put it: “Being part of the network is another avenue to provide opportunities for drop-ins to choose your gym instead of one down the street.”
What if I’m not in a high drop-in area?
